undergraduate thesis
Etika u marketingu

Martina Blažević (2016)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleEtika u marketingu
AuthorMartina Blažević
Mentor(s)Mane Medić (thesis advisor)
Abstract
U današnje vrijeme ubrzanog razvoja, te velike i jake konkurencije uspješna poduzeća se svakodnevno susreću sa izborom između poštenog i nepoštenog, etičnog i neetičnog pristupa svojim klijentima i potencijalnim kupcima. Etika kao disciplina daje nam odgovore na neka pitanja koja nas povezuju s našim moralnim načelima i društvenom odgovornošću. Kao za etiku i moral, i za marketing možemo reći da je vrlo stari proces. Razvojem industrije, povećavala se potreba za daljnjim razvojem marketinga, a oko sredine 20. stoljeća marketing i njegov razvoj postaje nužna potreba kako bi određena tvrtka pratila tržište i ostvarivala profit. U svakodnevnom poslovanju marketinški stručnjaci se susreću sa situacijama u kojima se pitaju što je ispravno učiniti, čak i ako poduzimajući određenu aktivnost neće doći u sukob sa zakonom ili povrijediti pravila tvrtke. Te moralno problematične poslovne situacije smatraju se etičkim dilemama u kojima si treba postaviti pitanja o tome hoće li učinjeno biti pravedno i jednako dobro za sve uključene strane, te je li to uistinu ispravan postupak s kojim se treba ponositi i hvaliti.
Keywordsethics morality business ethics marketing advertising
Committee MembersMane Medić (committee chairperson)
Dražen Ćućić (committee member)
Zdravko Tolušić (committee member)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Lower level organizational unitsChair of Marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeMarketing
Academic title abbreviationuniv. bacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-16
Parallel abstract (English)
At the present time of rapid development and great and strong competition successful companies are daily faced with a choice between honest and dishonest, ethical and unethical approach to their clients and potential buyers. Ethics as a discipline gives us answers to some questions that connect us with our moral principles and social responsibility. As for ethics and morals, we can say for marketing too that it is a very old process. With the development of the industry, the need for further development of marketing is increasing and around the mid 20th century marketing development of marketing becomes a necessity to a certain company followed the market and realized profits. In everyday business marketers are faced with situations in which they need to decide to do the right thing, even if taking a particular activity will not be in conflict with the law or violate the rules of the company. These morally problematic business situations are considered ethical dilemmas in which you should ask questions about whether will it be fair and right as well for all parties involved, and is it really correct procedure with which to be proud and brag.
Parallel keywords (Croatian)etika moral poslovna etika marketing oglašavanje
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:285703
CommitterGordana Kradijan